Move over Simon Cowell, wannabe pop stars have a new audience to impressThe X Factor 2008 - The Mobile Game, a brand new game based on award-winning entertainment show that gives mobile subscribers the chance to test out their own star credentials on the move. Available immediately across all major UK operators, including Vodafone, O2, T-Mobile and Orange, the new game continues the growing trend for hands-on interactive games which target a wider audience base of casual gamers. The format has been licensed by FremantleMedia Enterprises’ Licensing division to Namco Bandai.
Following the start of the latest The X Factor television series on ITV1, the game allows aspiring performers to create and guide their character avatar through each stage of the show, perform various mini-games and choose how to use their free time to reach their ultimate dream of musical stardom. As players fight to launch a single and get to number one in the charts, the story is conveyed with magazine articles, SMS messages from relatives and friends, as well as fan comments and feedback made throughout the competition.
With the launch of ‘The X Factor 2008 - The Mobile Game’, Namco Bandai is looking to target a new generation of mobile gamers not traditionally drawn to gaming-on-the-go with an interactive role-play based experience. With media analyst Screen Digest predicting that the UK mobile games market will grow by £22m over the next four years to reach a total value of £80.5m in 2012, leveraging well known brands such as The X Factor in order to attract new mobile gaming adopters is essential for continued market growth.
Barry O’Neill, President of Namco Bandai Networks Europe, commented: “The X Factor is in many ways a national institution, giving us the opportunity to target a younger generation of mobile gamer. With more and more people playing casual games on traditional and handheld games consoles, we need to continue to drive users to the mobile platform which offers equally enjoyable experiences but with great convenience. Mobile games based on blockbuster shows are proven sellers in every country, representing an exciting opportunity that supports our strategy of developing relevant, engaging content for all users.”